Enhancing Sales Force Performance

Start Date: Feb 19, 2024 End Date: Feb 23, 2024
Last Date for Application: February 5, 2024 Last Date for Early Bird: February 2, 2024
Programme Fee: 135000 INR

Plus, GST

Early Bird Fee: 125550 INR

Plus, GST

Markets are dynamic in nature characterised by intense global competition, pressure on margins, changing customer expectations, fragmented communication channels, and proliferating distribution channels. Sales management in such competitive markets has become a challenge and a key activity for organisations for developing competitive advantage.

In this dynamic environment, the profile of the sales force has undergone a sea change. The two main recent changes impacting the process are adoption of technology and realignment of distribution function. This has resulted in shifting the focus on selling to the end customer and the retailer as against the distributors or the wholesalers. The art of sales is moving from product sales to problem solution selling. Ensuring a high level of performance of the sales force would require development of new capabilities besides reassessing the capacities of the current workforce. Organisations are also facing challenges in attracting, developing, motivating and retaining performers, and building teams. In addition, job responsibilities, performance assessment, and incentive compensation needs to be relooked.

For more information or any questions, contact Krishna Dhamecha: krishna-exed@iima.ac.in, +91 70690 29947

This programme will discuss relevant analytical sales management frameworks and examine their applicability for practical solutions. Managers will be urged to examine novel ways of looking at their sales force and execute strategies that match realities of the market place. The main objectives of the programme are as follows:


  • Understand customers, markets, and organisational processes from a sales management perspective
  • Develop plans for managing the sales force effectively in order to enhance sales productivity and performance
  • Develop Relevant Measures to assess sales force performance and enable data-based decision making
  • Assessing and creating customer value
  • Performance and reward management
  • Building a value-based sales programme
  • Managing and enhancing sales productivity
  • Recruiting and training the sales force
  • CRM and digital approaches for sales force management
  • Sales operations in a digital and hybrid channel environment
  • Building teams and motivating the sales force
  • Senior and middle level sales managers from FMCG, consumer durables, industrial, financial services, and IT/knowledge sectors
  • Marketing and commercial managers who are responsible for revenues and field level sales operations
  • Retail and category managers
  • Heads of business units, CEOs of small and medium enterprises
  • HR managers responsible for sales HR processes

Faculty Chair

Biju Varkkey

Subhadip Roy

Programme Faculty